Testing for truth.

Harvard University developed the implicit association test (IAT) in order to measure implicit motifs, biases and associations connected with a particular brand or product. This test works without verbal questions or answers (they wouldn’t help anyway, since they belong to the realm of conscious thinking). Instead, test takers are asked to react to certain stimuli by pushing different buttons. The test measures the specific reaction rate; the response time reveals an implicit motif. That’s because humans (unconsciously) tend to react much faster to sensory input that corresponds to well established ideas or thoughts. It’s not attention or concentration that matters here, it’s the implicit combination of certain ideas that cause a quick response.

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